The world is constantly changing and this is not due just to the current COVID19 pandemic or the aging Baby Boomer population. Rather, Millennials are creating a demand for coaching services to face this changing environment. Webinars, coaching apps, and online delivery via video conferencing will be the norm for personal and life coaching in the next few years.
There is a high friction in the traditional life coaching business. No degree or certification is needed. As a result, the market has attracted many would-be coaches who want to leverage their life and work experience for pay. However, consumers need to be careful since some coaches may not be “certified,” or worse, can be incompetent. There is pressure mounting among clients for more accountability.
Life coaches struggle to get sales because they are not taught marketing skills at life coaching schools. They become certified and then it is up to them to figure out how to get clients. Many usually start with friends and family members and then have a hard time after. Thus, coaches need marketing support in order for their services to reach a wider audience. Students spend a lot of time searching for the right life coach to help them, with little consistency from person to person. The two parties are disconnected and lack a common marketplace where they can meet.